When it comes to lead management, most apartment operators have fairly rigid standards.

Respond to all emails within 24 hours. Manage automated responses to all digital inquiries. Secure a call center that handles all after-hours calls.

But in today’s information-obsessed, instant-gratification world, that simply isn’t enough. Twenty-four hours is far too long to wait for a response. That prospect will reach out to several additional communities in that time, and the longer you wait, the further you fall on their consideration list.